PetSmart hires executive of customer experience

Dive Brief:

  • Phoenix, AZ-based PetSmart, Inc. has hired Phil Bowman as executive vice president of customer experience beginning June 30.

  • The position is a new one within the company and Bowman, an expert in building brands, digital marketing, e-commerce, and data analytics, will be tasked with using customer data to bring more personalization and customer experience strategies to stores and online.

  • The company also recently followed the step taken by rival Petco in ending its sales of pet foods from China, which have reportedly caused health issues. Petco for three years has been phasing Chinese sourced foods out and will be done by the end of the year; PetSmart will phase out the foods by March 2015.

Dive Insight:

Customer experience online and in stores has become increasingly important for retailers that want to attract and keep customers, and the highly competitive pet retailing sector is no different. This step by PetSmart to create an executive position in charge of customer experience could be a sign of things to come for many other retailers selling all manner of goods.

Recommended Reading

Retail Touchpoints: PetSmart Hires New EVP Of Customer Experience